Should you be using LinkedIn for B2B marketing?

As part of a series of deep dives focusing on B2B marketing on social platforms. GetCrisp are exploring what each platform has to offer.

In our previous article, we looked at Instagram. Now let’s look at using LinkedIn for B2B marketing.

Specifically designed for the business community, LinkedIn is popular among job seekers. Professionals create a CV listing their, skills, education, current and previous job roles. 

Is it just a social site for job seekers? The answer is no, it’s so much more.

Various businesses are making the most of the B2B marketing opportunities it provides. The ability to advertise your company and reach out to other businesses is considerable.

Let’s take a look at who’s using the site in more detail.

Main demographic of LinkedIn – a quick overview

LinkedIn have some impressive stats.

With 822 million users, 57 million of them being businesses, LinkedIn presents a big opportunity for marketers. LinkedIn’s huge user base means connecting with those key decision makers is much more likely.

According to LinkedIn, 71% of professionals use the site to support making business choices. Building a large follower base offers insight into the types of professionals engaging with content. Especially important for planning B2B marketing strategies.

We know it’s for professionals, but what can a business do on LinkedIn?

What can you do on LinkedIn? 

Much more than just a tool for professionals to  get their next job.  Is LinkedIn the way forward in B2B marketing? We think so!

Like a website, LinkedIn is the chance to show off your brand, culture, and values.

Post photos, videos, updates and articles to spark interest, build brand recognition and expand your professional network. The digital worlds meet and greet.

Especially good for publishing content, LinkedIn allows users to publish their own articles. A chance not to be ignored and another opportunity to share your expertise.

Because it’s all about connecting. Connecting with others is simple. Search for businesses to connect with  by using keywords relevant to the industry or even by location. 

In addition to this, employees can connect and have their own profiles on your page. Another opportunity to humanise your brand and gain additional content.

Want to make the most out of LinkedIn? Let’s look at best practices for B2B marketing.

LinkedIn B2B marketing best practices

If you’re thinking LinkedIn looks like a good place for B2B marketing, then we would agree with you. Here is some best practice advice for you when developing your LinkedIn B2B marketing strategy.

Visual Appeal – Use videos, photos, headers and logos to build your identity. Like other social media, keep in mind the colours and style of graphics you use. How can you make it aesthetically appealing?

Content – Be the go-to for ‘insider Knowledge.’  Sharing useful hints and tips will gain trust. 

Quality over quantity is key. Writing or using articles that speak for your brand is important. Other businesses will get a sense of what you are about from the ideas you post. Stand out; use content specific to your sector. 

A mixture of your own content as well as from elsewhere is a good balance. Sharing articles from other sources will widen your network.

Be clever – Firstly, descriptors are important; include key words and phrases in your profile descriptions. Like SEO, they will bring more traffic to you if you get them in the right places. 

Secondly, have you written content elsewhere, like your website? 

Publish this on LinkedIn and link it to the original. It builds engagement on LinkedIn and your website gets more hits.  If an article you published has 3 top tips. Use post updates to promote a tip a week linking the article.

Like any other marketing, work smart. Content can be used in several ways.

How often? Like with quality over quantity, get the right balance of how often you post. Daily posts might be too much for you to commit to. And, runs the risk of lacking in quality. Post consistently; 3 to 5 times a week, is a good guide.

Engagement – Like on other social media, engaging with users is a key part of LinkedIn.

Posts have the options to like, comment, repost and send. This is the engagement you want. But, as a business you also need to take an active part and reciprocate. 

Like we discussed in the Instagram article.  Hashtags make content more discoverable. Keep them relevant and sector specific. Now, how much time do you need to invest? Let’s take a look.

Time on LinkedIn

Like any good marketing strategy, it requires time and planning.

Set targets for upcoming weeks and months. What are you going to post and when? Having posting schedule is of benefit. A good rule to follow is: 

Post updates 3 to 5 times a week. In addition, longer articles – aim to post 1 to 2 pieces a month. If you have capacity to do more then great, but be consistent.

Who should I look at?

LinkedIn is particularly good at creating a community of like-minded professionals, with the ability to establish your business as an authority figure in its field. Therefore, creating the perfect platform for B2B sales.

There are businesses getting it right on LinkedIn. Using the site differently to other social media such as Facebook or Instagram which have a higher volume of consumer engagement.

Spotify’s LinkedIn page emphasizes who they are as a company and the expertise within their team. Content can include, information on statistics, podcast posts from employees and videos of projects they are proud of. The company’s culture is clear. As a result, they have high engagement with content, which in turn will equate to more connections who will keep them in mind and look to work with them in the future.

With over 14 Million followers IBM’s LinkedIn is an example of a company being an authority figure to look to in their sector.  Their overview page is filled with industry specific keywords and phrases. Which means they are likely to rank higher in searches, creating more potential for new connections to future work.

To connect or not to connect…

LinkedIn is a tool not to be ignored for your B2B marketing needs. The days of just handing over a business card to potential clients is long gone. Connecting and digital networking is where it’s at. We hope this article has been useful.

Keep an eye out for our other articles exploring B2B marketing on social media. Please get in touch if you need any further information.